Driving Global Exhibitions Forward: Wolfgang Marzin Discusses Messe Frankfurt’s Journey, Strategy, and Resilience!

TFT: Messe Frankfurt is a well-known company for trade fairs worldwide. Please tell our readers about it, the vision, mission and how it is transforming the trade fair industry?

Mr. Wolfgang Marzin: Messe Frankfurt is the world’s largest trade fair organizer with its own exhibition grounds. Our trade fairs are the global innovation platforms for their respective industries and continue to set new standards for the future. With more than 2,500* employees at our headquarters in Frankfurt and in 28 subsidiaries, we organize around 150 of our own events worldwide. Around 350 events take place annually under the umbrella of the group.

 Our company’s vision is to be the globally connected platform for innovation, knowledge and encounters. We see ourselves not only as a trade fair organizer, but also as a source of inspiration for markets, a place for exchange and a partner for industry. This gives rise to our mission: We create tailor-made, future-oriented event formats that connect people and markets internationally and enable sustainable business development. Messe Frankfurt is more than just an event organizer – it is a globally active industry driver that is helping to shape the future of the trade fair industry through innovation, entrepreneurial thinking and a strong network.

TFT: Messe Frankfurt has a history spanning approximately 800 years. How do you balance preserving this rich legacy while steering the company towards modern innovation?

Mr. Wolfgang Marzin: We preserve our long and distinguished heritage as a central trade fair venue by focusing on continuous development and future orientation. Our global presence, which now spans around 40 years, is a huge advantage in this regard. The fact that we were pioneers in the internationalisation of our events is an absolute USP in global competition. Almost all major German trade fair companies are now pursuing the path of globalisation. By taking this early and lasting step, Messe Frankfurt has established a presence in all key markets with its themes and has a correspondingly strong network in the countries where we have subsidiaries or organise events. With tailor-made solutions and concepts, the individual events are coordinated in terms of time and location to suit the different regions. This is a successful model, as many of the international events are among the second or third largest in their respective industries worldwide after the leading trade fair in Frankfurt. Another focus is sustainable transformation: we are actively committed to climate-friendly trade fair formats, CO₂ reduction in our operations and the promotion of circular value creation within our events. Messe Frankfurt proves that a rich historical heritage and forward-looking innovation are not mutually exclusive, but can inspire each other.

TFT: The events industry faced unprecedented challenges during the pandemic. What strategies did Messe Frankfurt employ to navigate this period and emerge resilient?

Mr. Wolfgang Marzin: We are – and have always been – convinced of the importance of personal encounters. Face-to-face encounters create trust between people and set the ground for successful international business. That is why we have maintained our international sales network during the pandemic and even more: we have invested in our infrastructure and built a new hall in Frankfurt. At the same time, we have cut costs wherever we could.

Messe Frankfurt’s group-wide management has set trust and confidence against fear and uncertainty and has exemplified this attitude towards customers and employees. We have used the time of the pandemic to develop new concepts and drive forward our digital transformation. As one result, our new content hubs offer tailor-made digital platforms for a wide range of industries, which serve as 24/7 meeting places outside of the trade fairs.

TFT: Sustainability is a core focus for Messe Frankfurt. Could you elaborate on the company’s initiatives to reduce the environmental impact of its events and operations? 

Mr. Wolfgang Marzin: Sustainability in its various forms is one of Messe Frankfurt’s fundamental business principles. Our commitment to sustainability is part of our responsibility towards the environment and other people – as a socially responsible enterprise, venue operator and event organiser. Our sustainable business practices are geared towards the 17 Sustainable Development Goals by the European Union. Messe Frankfurt is a signatory of the Net Zero Carbon Events Pledge and has been EMAS-certified since 2023. With the EMAS validation, which also meets the requirements of environmental management norm ISO 14001, the company commits itself to continually improving its environmental performance. Beginning by reporting on our performance in financial year 2023, we will calculate the greenhouse gas emissions of our international business operations on a regular basis. We aim to complete our own decarbonisation process by no later than 2040 so that Messe Frankfurt will be climate-neutral in terms of the greenhouse gas emissions resulting from its energy consumption. This also includes establishing a sustainable water management system.

TFT: India is an emerging market with significant potential. What are Messe Frankfurt’s future plans or strategies to strengthen its presence and partnerships in India?

Mr. Wolfgang Marzin: India is indeed a fast-emerging market, and Messe Frankfurt is strategically strengthening its presence through a combination of industry-focused events, local collaborations, and thematic summits that align closely with India’s evolving growth narrative. Today, the global community views India as one of the most dynamic and promising economies, marked by its consistent growth trajectory, vast consumer base, and rapidly transforming industrial ecosystem. As the fourth-largest economy, with a thriving start-up culture, a steadily expanding middle class, and robust government-led reforms across infrastructure, manufacturing, and digitalization, India has firmly positioned itself as a critical hub for investment, innovation, and sustainable development. For Messe Frankfurt, India represents not merely a market of opportunity, but a key strategic partner actively shaping the future landscape of global trade and industry.

TFT: The Indian MICE industry is evolving rapidly but still there is a long time to go. As per your observations what are some of the flaws and what the event fraternity in India can do to improve it?

Mr. Wolfgang Marzin: India’s MICE sector holds tremendous potential, backed by strong economic growth, government-led infrastructure development, and a growing international interest in India as a business destination. However, there are unfortunately several challenges that continue to limit its global competitiveness: fragmented infrastructure, regulatory complexities, inconsistent service standards, limited global branding, and skill gaps across the industry.

To unlock its full potential, the Indian MICE industry must adopt a unified approach that includes stronger public-private partnerships, regulatory reforms, targeted skill development, and international destination marketing. In fact, industry associations such as IEIA (Indian Exhibition Industry Association), ICPB (India Convention Promotion Bureau), and others must work as a collective voice to advocate for regulatory reforms, single-window clearances, and tax incentives that encourage foreign participation. Enhancing professionalism across service providers, suppliers, and venue operators will directly impact India’s global credibility.

TFT: What emerging trends do you foresee shaping the future of trade fairs and exhibitions globally? Also please shed light on the future plans of Messe Frankfurt.

Mr. Wolfgang Marzin: Digital platforms and tools for digitally extending trade fairs and exhibitions will be further expanded, as will their development as knowledge platforms – through conferences, trend talks and networking formats – both at the trade fairs themselves and on digital channels.

Another important keyword with regard to our future plans is geo diversification: our group of companies will continue to focus on international expansion in high-growth regions. Among other things, we are strengthening our portfolio in Central Asia, the ASEAN region and on the American continent. Messe Frankfurt is already active in India with more than 13 trade fairs.

TFT: Reflecting on your tenure as President and CEO, what have been the most significant lessons learned, and how have they influenced your leadership approach?

Mr. Wolfgang Marzin: One of the key lessons I have learnt is that nothing can completely replace real face-to-face encounters. In an increasingly digital world, and especially during the pandemic, people have often questioned whether physical trade fairs are still appropriate. But it was precisely this phase that made me and all of us at Messe Frankfurt realise the enormous value of direct interaction, a chance conversation at the stand or a shared experience at the event level – for relationships, for trust, for innovation.

TFT:  Lastly, what message would you like to convey to our readers?

Mr. Wolfgang Marzin: Wherever you are attending an event organized by Messe Frankfurt, be sure: Messe Frankfurt’s events are the world’s leading innovation platforms for their sectors and time. And again set benchmarks for the future.